USA: Call for National Privacy Law

The Association of National Advertisers (ANA) is urging the Federal Trade Commission (FTC) to work towards a national privacy legislation and prevent fragmentation of the U.S. privacy landscape.
In its plea, the ANA specifically raises concerns about current developments regarding the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). It deems both legislations to be overly restrictive and threatening to the free flow of information that “is vital to delivering the products and services that consumers value and expect” and asks the FTC to carry out a detailed review of the effects of the GDPR and the CCPA on competition and consumers.

The ANA is worried as “other states are considering additional and potentially inconsistent privacy and data security laws” and has been working with member companies and other industry groups to develop a new privacy paradigm that would be enforced by the FTC as a single national standard.

The approach involves allowing companies to use data considered “per se reasonable,” and prohibiting uses of data deemed “per se unreasonable.”
The reasonable practices “could include the collection and use of non-sensitive data for advertising purposes with consumer transparency and choice,” the ANA writes. Unreasonable ones “could include determining adverse terms or conditions or ineligibility for an individual’s: employment; credit; health care treatment; insurance; education and financial aid”.

The comments were filed in response to a request for input on the February 2019 FTC Hearing on Competition and Consumer Protection in the 21st Century, which will focus on consumer privacy.